JECCA Makeup makes vegan beauty products that address the needs of trans women—such as beard shadows and scarring—to help everyone feel more confident in their skin.

New United Kingdom-based vegan beauty line JECCA Makeup—designed specifically to meet the needs of transgender women—will be available for pre-order starting today. The brand’s founder, 21-year-old Jessica Blackler, spent 12 months developing the line of concealers and correction palettes to address issues such as covering beard shadows and scars without being too heavy. “Everyone who wants to wear makeup should be able to openly buy and apply it without fear of judgement or recrimination,” Blackler told media outlet Curve. “I want everyone to look and feel fabulous in their own body.” Ashlee Ryan-Rose, a user who tried the new line, said the makeup will serve a crucial purpose in the beauty industry. “When I started my transition, I found buying makeup extremely difficult because of the confusion I was met with from sales reps,” Ryan-Rose said. “Jessica is giving trans and gender nonconforming people the ability to shop without judgement and receive products that have their interests, wants, and needs at heart.” Blackler plans to expand the beauty line in the near future to include products made specifically for male-identified and genderqueer individuals. In addition to volunteering at a number of local charities that support social justice issues, last year Blackler launched online tool The Trans Space to help connect LGBTQ+ communities online.